Six winning campaign ideas to try right now
By Anastasia Stefanova, AVB Marketing
If you’re looking for some fresh ideas when it comes to your marketing, the below outlines unique approaches to running digital campaigns! Many digital platforms offer numerous ad types and sophisticated targeting parameters to allow you to execute custom strategies.
Apart from great Labor Day Group Programs, you can request these or any other digital campaign ideas from our team at AVB. We’re here to work with you on full custom strategies, one-off campaigns, and anything in between!
Check out some of the ideas below; can you come up with any of your own?
1. Highlight an Audience
There always needs to be an evergreen component to your marketing strategy, but you can supplement your efforts with niche campaigns that target specific audiences. Digital marketing can help you get super granular with your messaging and targeting parameters to hone in on specific demographics.
Facebook Idea No. 1: Luxury Interests
Interest Targeting on Facebook allows you to use topics consumers are interested in or follow on Facebook to target an audience. You can serve your ads to affluent consumers by targeting FB users who are interested in luxury goods such as yachts, real estate, and other high-end items.
Facebook Idea No. 2: New Home Buyers
Create a campaign specifically targeted to new home buyers with a striking creative piece or video and targeting set to capture this audience alone.
2. Win in a Segment
While everyone else is getting lost in generic messaging for Labor Day sales, you can capitalize on a single segment by putting your budget behind winning the majority of the searches happening in your local area for a specific category. Imagine getting most of your area’s sales for sectionals over Labor Day!
Search Idea No. 1: Break out a campaign specifically for “Sectionals” (or other category) and give it a solid budget. The copy and keywords targeted with this campaign would be only for this category – allowing your budget to win the impression share for this category alone.
This tactic allows you to concentrate your budget rather than diluting it across multiple product categories. Choose a high margin area and make sure your inventory is stocked up to support your efforts! This is also a great tactic to get rid of any extra inventory.
3. Showcase Multiple Promos
Will you be running different sales/discounts throughout the store for Labor Day? There are ad units available that allows you to have multiple placements within one ad.
Facebook Idea No. 3: Facebook carousels have multiple tiles that users can swipe through. Each tile can feature a different piece of creative, its own unique call out and its own unique destination link. Use each tile to highlight a different promotion you’re running within the store and add in a tile about financing to create a super promotional, high converting carousel.
This is an impressive way to show the consumer how many great deals you have going on in-store with one ad unit. Generate more store visits by showing the consumer how promotional you are.
4. Display’s the Thing
Google Display often drives a lot of “fat-thumb” clicks (users clicking it on accident while scrolling through content), which leads to a notoriously low conversion rate. However, display is highly effective for driving brand awareness at a super low cost-per-click (CPC). You’ll want to evaluate display based on impressions (how many people saw it) rather than how well it converts. If brand awareness is the goal, display is a highly effective tactic.
Search Idea No. 2: Use Google Display to tell folks about a current sale, to visit your store, or to explore a category. These ads will populate for users when they are visiting different sites and follow them where they navigate. These CPC’s are incredibly low – allowing you to get the word out inexpensively.
5. Promote On Multiple Channels
If you have not tried it yet, PerformanceMax from Google is a highly effective campaign that is geared to drive in-store performance (calls, driving directions, in-store visits). It uses a single campaign budget to disburse various ads across six of Google’s channels like YouTube, Display, Google Maps and more.
Search Idea No. 3: Try a PerformanceMax campaign to supplement your current search campaigns. Complete with brand awareness driving components and high converting assets, this campaign type is highly effective for furniture and mattress categories. It typically has lower CPC’s associated as well.
Since PerformanceMax covers a spread of channels, it needs a bit more “gas” to run. You’ll want a higher budget here with a longer run time to allow for great optimization and performance.
6. Switch Broadcast for Streaming
It’s no secret that cable has been on the downswing. You can easily transfer your broadcast strategy onto streaming services instead. Serving ads on streaming services like Hulu is called “over-the-top” advertising (OTT). Almost 80% of people aged 50+ use streaming media, and many have opted to have a streaming-only household (no cable at all).
Digital Strategy No. 1: Switch your traditional media into OTT for two or three months and evaluate the results. Not only does OTT allow you to have greater control in how and where you serve your ads, there is also better attribution and performance metrics than in traditional media.
If you have been on traditional media for years, then you have built up enough market penetration to where a couple of months off the air will not impact your performance negatively. This is a “no-brainer” way to test a digital strategy with little repercussion.
The Takeaway
Nothing changes if nothing changes! Try something new this month.
With Google being the first place active shoppers will flock to when they are in-market, a digital strategy is imperative to success. What’s the use in blasting out messaging via TV and radio ads to folks if we’re not going to be there to capture them when they actually begin their shopping journey online?
If you’re looking for some new ideas or strategies for the second half of the year, reach out to us for a consultation.
Anastasia Stefanova is director of marketing/home furnishings, at AVB Marketing, the advertising, e-commerce and digital marketing arm of YSN publisher AVB BrandSource. Contact Ana at Anastasia.Stefanova@avb.net.
